SimulTrans Localization Blog: SimulTips

Lorna Franklin

In 2009, Lorna's love for languages inspired her to pursue a Bachelor’s degree in Translation and Intercultural studies with French and Spanish, in Dublin City University (DCU). During her degree, she spent a year living in Granada, Spain which truly re-enforced her passion for the Spanish language and culture.

Recent Posts

Save vs. Splurge: How to Cut Costs in Your Localization Strategy

[fa icon="calendar'] November 10, 2015 / by Lorna Franklin posted in Translation Services

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Many people cringe at the thought of investing in localization because of just that… the investment. 

However, with a strategic mindset towards localization and a constant drive to make things more efficient, your global expansion will become faster, simpler and more successful.

Here are some cost cutting steps which will really pay off in any localization strategy.

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Solve These 4 Common Challenges in Any Marketing Localization Strategy

[fa icon="calendar'] September 17, 2015 / by Lorna Franklin posted in Marketing Translation, Translation Services

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solve_marketing_localization_challenges

Translating marketing content is as essential as providing translated product manuals or translating your website, but the savvy marketer knows that it must be approached with a lot more sensitivity, patience and an eye for detail. 

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Five Reasons Your Localization Management Needs to Change

[fa icon="calendar'] August 25, 2015 / by Lorna Franklin posted in Localization Technology, International Business Strategy, Translation Services

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Translation has become more efficient than ever, but the way we manage our translation process is still a huge time suck for many companies. It's become the norm for translation to be viewed as cumbersome, costly and time consuming, which it is, if not managed effectively. 


69% of global marketers have no idea of their current translation spend and almost 42% have no insight into what their future spend will be.

It’s not just in marketing though; if you look at most companies, you will see that in every department, translation is rarely defined as a clear workflow step. Translation is decentralised; frankly speaking, it’s all over the place!

Many are in the dark regarding translation; they know it’s there and they know it’s necessary but very often, a certain budget is thrown at translation every year, just because “it has to be done”. Your translation company is just this “entity” that takes your money, but no one really wants to get involved…leave it to the experts, they know what they’re doing.




But it doesn't have to be that way. The era of automated translation management is here, and we should start to pay attention.

Let's look at some of the reasons your localization management process is broken and why it's time to fix it.

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Localization Strategy Lessons From The World's Biggest Brands

[fa icon="calendar'] August 12, 2015 / by Lorna Franklin posted in International Business Strategy, Translation Services

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The chart below from Mary Meeker’s 2015 internet trends report comparing global companies' market share between 1995 and 2015, led me to ask; what do global companies have in common when it comes to building their global presence and what patterns define their localization strategy?

So, I decided to pick out some areas of inspiration for our own approaches to localization, keeping successful global companies in mind.

 

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Do You Need to Up Your Game With a Translation Management System? [Flowchart]

[fa icon="calendar'] July 29, 2015 / by Lorna Franklin posted in Localization Technology, Translation Services

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Slow and steady wins the race... except with localization management that is. The problem with old school translation workflows? Your content is moving much faster than your translation processes... you are essentially tripping yourself up. 

Over the past 5 years or so, it seems that translation management systems (TMS) have really taken the localisation industry by storm. In contrast to machine translation (MT), which I suppose has had its ups and downs over the years in terms of public perception, cloud based translation management software has been received well and is quickly becoming a “must have” technology for companies who are investing in translation. 

Raising a total of over $63 million last year to invest in expanding their sales and marketing efforts, Smartling have seen growth of 2.5x year on year working with some of the world’s largest companies such as Spotify, Snapchat, Pinterest and SurveyMonkey.

This whirlwind growth really is a reflection of the speed at which the connected world is growing. The localization industry is being forced to adapt quickly, as the need for engaging the consumer in their own language rises to the top of competitive business strategies.

It's a fact, we are more global today than ever before, and with a worldwide internet growth of 21% in 2015, website localization is becoming less of a choice an more of an obligation. 

Research from Smartling last year showed that the average volume of content being translated by its clients increased by 88% in twelve months, which means we’re certainly showing no signs of slowing down.

Translation management software provides an agile approach to the more traditional waterfall localization process, managing the overall workflow of everyone involved in a project. Using a TMS really is a breath of fresh air for both translation managers and translation companies, taking away all the moving parts involved in traditional localization workflow, which can be cumbersome and dare I say, stuck in the stone age? 

Here are some of the benefits of translation management systems:

  • CMS integration
  • Translation proxy technology
  • Customizable workflow
  • In built Translation Memories,
  • Integrated glossaries
  • Project specific style guides
  • In-context website translation
  • Elimination of file transfer (FTP servers/file sharing sites)
  • Automatic reports and tracking

Although this type of technology is set to become the norm for international companies, it is understandable that the investment may not currently fit into every localization budget. I usually go through a simple little set of criteria to determine if a TMS will be suitable for a particular client, which I've broken down in the flowchart below… any excuse to get a little creative.

If you answer "Yes" to all of these questions, I would strongly advise that you consider investing in a TMS. An efficient localization system will significantly reduce time, increase overall quality and cut down on costs, which is always a plus!

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Having a Global Content Strategy Doesn't Have to be Scary

[fa icon="calendar'] July 9, 2015 / by Lorna Franklin posted in Marketing Translation, International Business Strategy

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View image | gettyimages.com

Inbound marketing, a term coined by the founders of Hubspot, now delivers 54% more leads leads than traditional, outbound methods (Hubspot). In Europe we are surrounded by other countries who speak several different languages, and who, just like us want to engage with and read content in their own language, naturally. Back in 2012 a study by the CMO Council reported that 41% of marketers set aside at least 30% of their budget for localized marketing campaigns. Today, as the number of target markets are increasing, localization is the key to success.


With 27 million pieces of content being shared on a daily basis, it’s enough to make your head spin; no wonder most marketers spend so much time reviewing translated content before hitting “publish”.

In the wise words of Chad Pollitt; “publish, broadcast and pray. It is basically about creating content, optimizing it for search engines and broadcasting it via social and email – rinse and repeat”

It all boils down to two things; entertain or inform. There’s a lot of information out there which makes us second guess ourselves, thinking that it is more complicated than it is, which can harm our overall strategies in the long run as we obsess over planning and delay the doing.


So, what should we consider in our plans to take over the world? Here are some points to think about when planning a global content strategy.

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7 Reasons to Push Your Case for International Marketing [Infographic]

[fa icon="calendar'] June 24, 2015 / by Lorna Franklin posted in International Business Strategy, Translation Services

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For corporations with limitless budgets, international marketing must be child’s play, right? So why should smaller companies even bother entering the big pond, only to risk getting eaten by the bigger fish?
 
The explosion of the internet and technology means the traditional barriers to cross border trade are becoming a thing of the past, and digital marketing is coming up trumps over traditional marketing methods; so reaching more consumers through international marketing is now easier and more affordable.

It is no longer a matter of if you should go global with your marketing strategy but when and what approach will work best for you. It should be liberating for all of you humble marketers out there to know that companies big and small now have the chance to compete against each other on the global stage, where the smallest of tweaks in your approach can make the biggest difference in ROI.

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6 Do's and Don'ts for Writing a Localization RFP [Free Template]

[fa icon="calendar'] June 4, 2015 / by Lorna Franklin posted in Documentation Translation, International Business Strategy, Translation Services

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Brazilian vs. European Portuguese Translation - Which Should I Choose?

[fa icon="calendar'] May 19, 2015 / by Lorna Franklin posted in Documentation Translation, Marketing Translation, Translation Services

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Portuguese Spelling Reform - Are You Clued In?

[fa icon="calendar'] May 7, 2015 / by Lorna Franklin posted in Documentation Translation, Marketing Translation, Translation Services

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